Price setting in SMEs: some empirical findings

David J. Carson · Audrey Gilmore · Darryl Cummins · Aodheen O’Donnell · Ken Grant

87 citations0/0 files storedJournal of Product & Brand Management

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Some consideration of the specific SME (small/medium sized enterprises) literature outlining perspectives on pricing practice in SMEs is given in this paper. Outlines some empirical findings gathered from in‐depth interviews with 40 SME owner‐managers in Northern Ireland. The findings provide corroboration of previous studies and expand the understanding of the price perspective for SMEs. Some conclusions are drawn as a result of this study. This paper examines the real implications of pricing in SMEs and shows how pricing fits with marketing in SMEs.

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1996Principles and Practice of Marketing 1993A philosophy for marketing education in small firms∗

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